New York (PRWEB UK) 21 July 2016
New research from EyeforTravel and IXI Services has found three core groups of US consumers that travel – and spend – significantly more than the US average.
The three groups – termed City Slickers, Flush Families and Golden Globetrotters – travel to destinations outside the US 58%, 64%, and 84% more than the US average, respectively. They were also substantially more likely to spend more than $3,000 per household on international vacations than the US average and other groups studied in the paper.
In total the paper identified six different groups of consumers that travel more than the US average, with the groups selected through common income, demographic, location and behavioural data. The top three groups were in general defined by high educational attainment, employment in senior white collar jobs, and significantly above average wealth and disposable income. The paper also details the groups' favoured travel destinations, activities and purchasing habits.
“I think what I have found fascinating through the research is the way in which the data tells a consistent story about these groups across so many different data categories” said Alex Hadwick, Head of Research at EyeforTravel. “For example we found that City Slickers and Flush Families were ‘digital natives’ that wanted to independently research and book their holidays, often to adventurous destinations. This came across all of the internet usage statistics and attitudinal data we looked at. Golden Globetrotters on the other hand were happy to let others plan and focus on convenience and quality, leading to them a high rate of booking with travel agents and a focus on vacations in Western Europe.”
For more details on all six groups, the white paper is out now and available at: http://bit.ly/29KOSpj
You can also contact Alex Hadwick directly on alex(at)eyefortravel.com